Abstract：With the advancement of our society and increasingly competition in apparel market, enterprises are facing tremendous pressure to reduce profits. With the increasing homogenization of products, companies have to give emphasis on the brand's competitiveness. In recent years, China's fashion industry has begun to recognize the importance of window display for sale terminals. Window display is being largely accepted as a marketing tool for attracting potential customers. According to the statistics, the survey conducted from the terminal stores, the use of visual science and marketing can be the basis of increasing original sales by 30%.
In this paper, a questionnaire survey, for different psychological reactions of consumers after looking at different display windows like the effects of desire for the purchase, along with the information of research elements to make efficient display window. According to the psychological experience of consumers, it is required to do planning and designing showcase. Through high-level and high-grade window display and visual merchandise strategy, the performance of brand perception as well as the brand image among the consumers can be maximized.
Keywords:window display; apparel consumer; brand perception
